#10 How to Build a Business Case for Marketing Spend
Q4. Planning season. The spreadsheets are out, finance is calling, and marketers everywhere are bracing for the same question: “So… what’s your budget for next year?”
In this episode, the team breaks down how to turn marketing from a cost centre into a commercial growth driver by building a rock-solid business case for spend.
They explore how marketers can link creativity to commercial reasoning, how to structure a marketing budget that earns trust, and how to have smarter conversations with leadership teams about ROI, data, and business impact.
Expect honest discussion and practical guidance on:
- What a marketing business case is — and what it isn’t
- How to plan ahead without losing agility
- The difference between activity and strategy in budget planning
- How to work with your CFO (not against them)
- Understanding controllables vs non-controllables in marketing budgets
- Balancing people, operations, and tech for long-term success
- Why marketers need to speak the language of growth, not cost
Building a business case for marketing isn’t about defending spend - it’s about proving value, forecasting outcomes, and showing how marketing fuels the business engine.
